Shopping centres consolidate marketing cutting costs but not quality

11 January 2005

Grosvenor Shopping Centre Fund, which has Freshney Place in Grimsby and Cooper's Square in Burton upon Trent among its portfolio, was looking for a package of marketing materials to promote these centres for the festive period.

"We wanted to use a range of methods of marketing the centres including press advertising, four-colour store guides, posters, Christmas cards, gift cheque wallets and bus advertising, so we needed a design concept that would work across the different mediums," Marketing Manager Louise Smith explained.

Quiet Storm created an eye-catching design featuring silver snowflake outlines on green, purple and pale blue squares with a model dressed in silver in the foreground. Grosvenor was happy with the concept which could be adapted for use in all of the mediums chosen.

A design that was appropriate for each centre was also important.

"Freshney Place had more to spend than the Burton centre and so for the two to be able to share the same design concept has meant costs have been kept to a minimum without any compromise on the quality of the work," Louise said.

As well as carrying out the design work for Grosvenor, Quiet Storm also organised printing where required and ensured that the press advertisements arrived at the necessary publications in the required format and to meet deadlines.

"We are pleased with how the campaign has gone and the cost-effective way in which we have achieved it," Louise said.

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